Northern European B2C e-commerce is developing extremely well. This is apparent from the new Northern Europe B2C E-commerce Report, published by Ecommerce Europe, the European umbrella organisation for online retailers. The total Northern European e-commerce economy of online sold goods and services amounted €28.4 billion in 2012 and is expected to grow to 31 billion in 2013. Figures in Ecommerce Europe reports are based on the European Measurement Standard for Ecommerce (EMSEC).

Online sales will reach €31 billion in 2013
The Northern European region, including Sweden, Denmark, Finland, Norway, Iceland and the Baltic states, is now in fourth position for e-commerce size, with a 9.2% European market share. In 2012 the total B2C
e-commerce economy of Northern Europe amounted €28.4 billion, a 10% growth compared to 2011. Online sales of goods and services are forecast to reach €31 billion in 2013, a growth of 7.1% in comparison with 2012.

Denmark leads the way, followed by Sweden and Norway
The mature online markets of Northern Europe are Denmark, Sweden, Norway and Finland. Denmark leads the way with a total online sales of €7.4 billion. Projections for 2013 indicate that Denmark will maintain its position with total sales of €8.3 billion. Sweden and Norway rank second and third place with total sales of €8.1 billion and €7.6 billion in 2013 respectively. Finland is in fourth place and will reach total sales of €5.6 billion in 2013. The Baltic states and Iceland are showing the lowest online sales between €100 million and €300 million each. However, these countries have shown the highest e-commerce growth between 20% and 30% in 2013 and are therefore upcoming e-commerce markets.

Iceland has a internet population of 95%
In 2012, the Northern Europe population was estimated to be 32.1 million (3.9% of Europe’s population). Internet penetration in Northern Europe (86%) has been above the European (66%) and EU28 average (76%) in 2012. The latest number of Internet-users is estimated at 27.6 million for Northern Europe. The top three tier having internet access is being lead by Iceland with 95%, followed by Norway and Sweden with 93% and 92% respectively.

Northern European e-household spend €2,145 online in 2012
Ecommerce Europe’s research reveals that 19 million consumers in Northern Europe bought goods and services online in 2012.

The average Northern European e-household spend a total of €2,145 online in 2012. This is far above the European average of €1,400 and EU28 average of €1,696. Norway leads the way with €2,981 on e-spend per household. Finland and Denmark follow with €2,821 and €2,868 respectively. These countries are the highest online spenders in Europe after the U.K.

Meanwhile Estonia (€455), Latvia (€500) and Lithuania (€680) have a considerable gap when it comes to online expenditures per e-shopper. These countries have an still under-developed online retail infrastructure, in particular in remote regions.

Within the next few weeks, Ecommerce Europe will publish four other Regional Reports next to the Northern European B2C Ecommerce Report, regarding Western Europe, Central Europe, Southern Europe and Eastern Europe, all with an outlook on 2013 projections.

An abstract of the Northern Europe B2C Ecommerce report can be downloaded online via

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